Transavia sheds its skin and bets on a 30% growth this year

A new look for a new life?

The low-cost branch of the Air France KLM group revealed on Monday, January 26th its new visual identity.

Enough to mark a new step in its strategic evolution.

“We were born as a leisure travel company and evolved toward a more general model.

We now wish to attract all types of clientele, even opportunist businessmen,” explains Antoine Pussiau the company’s CEO.

Of course, Transavia kept its trademark color, the green, that now has a smoother tone. The blue is still there and a “ruby” color has been introduced.

The aircrew personnel will wear new uniforms, more simple and rather elegant.

Finally, the logo is evolving, more polished, with a double arrow to symbolize the “T” of Transavia.

The management didn’t want to reveal the budget spent on this new image, but it insures that it’s low-cost.

“This is not about throwing money out the window. Our logos and other communication materials will be progressively replaced.

We’re going to repaint our fleet little by little as our aircrafts go through a painting cycle.

However, the seven Boeings that will arrive by July will have new colors,” specifies Antoine Pussiau.

Remember that the low-cost branch of the Air France KLM group is still in the red. It hopes to get back in balance by 2017.

After having attracted 3.3 million passengers in 2014 (+21%) it hopes to bring in 4.6 million clients this year, meaning a 30% increase. Leading it to be the first international company in Orly.

By 2020, it wants to reach 10 million passengers for 1 billion euros in transport business turnover.

To reach these objectives, Transavia hopes to seduce 22 million members of its Flying Blue frequent flyer members by enabling them to win miles during each trip. Its website is also going to be completely revisited, including packages.

Its network will also get denser with 72 lines this summer that include 9 new destinations: 8 leaving from Orly (to Casablanca, Fès, Dublin, Munich, Warsaw, Thessalonique, Tirana, Valencia) and 1 leaving from Nantes (to Madrid.)

With 21 planes in 2015, its fleet still remains quite small compared to its low-cost competitors. But Hervé Kozar, Deputy CEO, guarantees turning this weakness into a strength.

“Our size is an advantage, it enables us to be closer to clients and offer a higher quality service.”

Let’s see if that’s enough to seduce travelers.